Under Armour Is the NCAA Tournament's Real Cinderella Story

Under Armour Inc., which has a best-in-company-history six schools
wearing its shoes and jerseys in the National Collegiate Athletic
Association tournament, definitely cares. Founded as a sports-apparel
maker and forging a path in a sneaker industry dominated by Nike Inc.,
the company is gaining traction in basketball — one of footwear’s
fastest-growing segments — helped by the devotion of consumers known as
sneakerheads.